Get this book for inspiration on why and how to set a purpose for your company.

I was just reading this awesome book, Built to Last by Jim Collins and Jerry Porras. It is incredibly well written and researched and it tells me what I have known for a long time but until now had lacked the data to back me up.

Suffice to say that businesses with a purpose, businesses who look beyond profit and businesses with underlying value do better in the long-run than those without. I can only assume that they are also much nicer places to work. All of these stellar businesses make profits, huge ones generally but that is not their raison d’etre, something far more compelling and unifying is at their core.

I have this fundamental conversation with all of my clients. Some really struggle to nail what their credo (their statement of intention) is. We work together to build the business as best we can based on their vision but knowing all along that when the penny drops on why they really get out of bed in the morning their results will rocket. Some still haven’t found it.

It would be poor coaching for me to suggest my own examples for what might be my clients’ credo so I wanted to ask you, my audience of business owners and successful professionals, to reply to me in private with your written statement of purpose or mission so that I may use those as real-life peer-to-peer examples. These will spark the thought process in my clients both now and in the future. Your mission may launch many others. If you would like to state your occupation or sector and have me omit that example when dealing with your potential competition then I will be happy to oblige.

All respondents will receive a copy of Brian Tracy’s e-book Eat that Frog and the winner with the most compelling “I have to work with/for that person/business” statement will win a month’s free coaching from me valued officially by Mastercard as PRICELESS.